It’s the last Thursday of April…can you tell it’s also the first day of the coveted “May Book.” That’s right, local TV is putting on their best (or worst) face because Nielsen will be counting viewers, (or at least trying to give it their best guess) so local ad rates can be determined for the next 6 months.
I’ll bet wherever you live, at least one station in your local market is giving away something…a prize you can win…(an iPad a day…cash money…etc etc) and I’m pretty sure the contest started today and ends Wednesday May 22…which just happens to coincide with the time frame for the ratings period.
Why? Why do local stations do this?...because those who partake claim it brings in more viewers, which translates to more revenue. But do you really want to buy your viewership, OR would you rather earn their respect by providing quality journalism, entertaining and informative programming.
I understand it’s a business and you want to make more money…yeah I get it. But here’s something to think about…take the resources you would have spent on the contest and put them into providing a better news product. I don’t know, maybe hire that weekend producer you so desperately need…or buy another portable live camera unit so you can provide more live shots…or maybe give your staff a raise because they work their butts off trying to provide the regions best local news and are never appreciated for their efforts. Guess what…a better work environment with the best equipment and a full staff will ALSO translate into increased viewership and more revenue.
Most number one stations in most markets do NOT contest…because they are doing it the correct way…providing a professional, quality product, and doing so with staff that are good at what they do and proud of their work.
Providing a work environment that is supported by management is worth far more than any contest…and lets be honest, todays viewers are onto you…they know what you are doing. So please stop it…stop contesting and start looking within your own organization.
Local stations have the advantage no other news organization has…they are LOCAL…in the communities they serve. So remember that the next time you are considering a contest. Don’t buy viewers; gain their trust and their respect by providing the best product possible. They will reward you and you’ll get your increased revenue legitimately...by earning it!